Marketing, as a function and a basis for business growth, continues to
be an elusive factor in corporate success. Fast-moving marketplaces and
shifts in technology mean that most well-known and admired marketing
campaigns succeeded in a totally different society and culture. Setting
appropriate budgets, choosing the right integrated marketing mix and
measuring the return on investment of different marketing programmes
remains a perennial problem for many Marketing Managers.
Adding Value to Marketing examines the various challenges facing
marketers today, from socio-cultural and demographic changes to market
saturation, and the need for more segmented, targeted and cost-effective
marketing policies. This book describes the techniques that will help
Marketing Managers, Executives and Financial Controllers to focus on
reducing costs and instead add value by: recognizing the changing
dynamics of the global marketplace; budgeting for campaigns more
effectively using techniques such as Activity Based Costing;
transforming the marketing department from a revenue centre to a profit
centre structure; and redefining the 4 Ps of your business- Product,
Price, Place and Promotion- to examine whether they make sense in terms
of your customer profile.
